Demonstration session presented at the 2011 American Evaluation Association conference. Surveys are common tools for gathering evaluation information; however, they are only as useful as the quality of the data that are collected. This presentation provides a multi-faceted framework for thinking about survey quality that includes both the accuracy of the data and other important considerations such as usability, timeliness, and credibility. The concept of Total Survey Error is introduced to identify the primary sources of error that can affect survey accuracy. The presentation focuses on advances in survey questionnaire design, sampling, and administration that can reduce survey error and increase survey quality. Examples of actual program evaluations in the field of tobacco control will illustrate how these concepts can be applied to improve evaluation practice.#TeachingofEvaluation #2011Conference #QuantitativeMethods-TheoryandDesign #HowTo #Surveymethods